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The Pureness sports a transparent, touch-sensitive display, and will appear in a string of designer retail stores – such as Selfridges – from November. The handset will cost £530.

SE’s decision to sell Pureness through retailers is thought to be the first time that the phone firm has launched a handset without an exclusive operator tie-up, according to a report by website Brand Republic.

Perhaps SE thought that the likes of O2 and Orange just weren’t hip enough to handle such an ice-cool phone?